Injecting emotion into campaign effectiveness

Date of publication: September 23, 2018

Catalogue: Congress 2018


Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017 we set out to create the SOE (Science of Engagement) Toolkit; a new campaign effectiveness tool for content marketing. A tool that focused on measuring emotion, and correlating the emotional effects with change in subconscious brand association.

Hamish McPharlin


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